Corporate Narrative Strategy During Covid-19 Pandemic

DOI

10.2991/assehr.k.211121.010How to use a DOI?

Keywords

narrative strategy; persuasive communication; impression management; crisis

Abstract

The complex impact of Covid-19 has put many companies in a crisis situation. Companies are forced to issue policies that are detrimental to their employees, customers and the general public. Several previous studies have shown that a narrative strategy through a Chief of Executive Officer (CEO) letters can mitigate negative responses from constituents in crisis situations. This study aims to reveal how the company’s narrative strategy in anticipating crises. This study uses persuasive communication concept and impression management theory. The object of this research is CEO’s letters of Gojek and AirAsia Indonesia Indonesia Indonesia during the Covid-19 pandemic. The research findings show that AirAsia Indonesia Indonesia Indonesia uses defense strategies with exemplification, accounts, apologies, and restitution tactics. Meanwhile Gojek uses defense strategy using accounts, apologies, and restitution tactics.

Copyright

© 2021 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Rindang Senja Andarini
PY  - 2021
DA  - 2021/11/29
TI  - Corporate Narrative Strategy During Covid-19 Pandemic
BT  - Proceedings of the 3rd Jogjakarta Communication Conference (JCC 2021)
PB  - Atlantis Press
SP  - 37
EP  - 40
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211121.010
DO  - 10.2991/assehr.k.211121.010
ID  - Andarini2021
ER  -